remembering all those we lost. - out now consulting aviv - research case study ... delta airlines....
TRANSCRIPT
Remembering all those we lost.
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The LGBT Marketing PuzzleSolved by Out Now at WTM
London, UK. 11 Nov 2009.
Ian Johnson
Founder and CEO
Out Now
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Brands on board.
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Web 2.0 - Vienna, Stockholm
GayGermany 2.009 - Jeanette Schuchmann
Gay is global. Out Now.
Our employer - LGBT consumers
Your employees - a powerful asset
LGBT tour operators
The power of research - Out Now, Witeck-Combs + 2010
Tel Aviv - research case study
GayComfort driving increased LGBT market sales
Lotte Jeffs - lesbians, media and chic glamour women
IGLTA and the power of B2B
Out Now Exclusive
Many puzzle pieces.
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Ian Johnson, Out Now
Roll call.
John Tanzella, IGLTA
Jeanette Schuchmann, GNTO
Yaniv Waizman, Tel Aviv
Lotte Jeffs, DIVA
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Blogger
YouTube
Flickr
Others
Web 2.0 Evolution, not revolution.
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Delight your sensesTaste. Hear. Touch. Go Vienna.Vienna invites you to discover her wealth of riches, a cutting-edge city at the heart of Europe filled with drama and excitement. Home of a former empire and the inspiration for great minds – where classic beauty and contemporary thinking collide in a riot of culture, music and the celebration of diversity. Find master pieces for your senses. Hear legends sing at the State Opera. Gaze at elegant architectural styles spanning centuries. Taste a fusion of culinary influences in extravagant eateries. Be touched by a city unlike any other.
Win a free trip! Visit www.vienna.info/GoVienna
Win a free
trip!
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© W
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Go Vienna.
• Microsite
• In-venue
• Video
• Viral
• Partnering
OutNowConsulting.com
© W
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VisitSweden. Stockholm.
www.VisitSweden.com/gay8
Talk with consumers. Not at.
YouTube.com/MyGayBerlin
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GayGermany 2.009Extending The Brand Through Web 2.0 Strategies
Jeanette Schuchmann, Deputy Director German National Tourist Office, London
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GayGermany 2004 - 2007
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Initial tasks -
Finding right partners to most effectively reach this group
Creating designated centre of online focus
www.GayGermany.co.uk
Press advertising and in-venue data collection cards
2005
Getting cheeky - “Kommen Sie Hier Often”
Desktop downloads
Press ads - Bent, DIVA, Gay Times reinforce message
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GayGermany 2004 - 2007
2006
Upload your favourite German pics
Phase 1 - upload; Phase 2 - vote
www.GayGermany.co.uk
Press and online advertising GCN, Gay.com GayTimes.co.uk
2007
Getting “Uber Cool”
In-venue Karneval promotion
Press release, data collection mechanism in-venue
Using and building existing consumer database
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GayGermany 2008
2008
100% GayGermany
www.GayGermany.co.uk
Online and press advertising
- GayTimes, DIVA, PrideLife
Upload video
Vote on video
Prize incentives
Utilize and add to GNTO database
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GayGermany 2009
2.009
Social media driven
Web 2.0 - Twitter, Flickr, Facebook, Blogger, YouTube
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GayGermany 2009
2009
Strong results:
1700+ fans at MyGayGermany Facebook page
Linked content
User interactivity
Partner focus
- Lufthansa
- Berlin Tourism Marketing
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GayGermany 2010
2010
Keep innovating
Go where the market moves
Continuing focus on database
Ongoing commitment to market
Power of original content on web 2.0
Consumer respects commitment
Strategic alliances with corporate partners
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1992 - Australia
2002 - Europe
2010 - Global
Gay is global. Out Now.
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Where is the market?It’s global.
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Where is the market?It’s global.
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Go Global.
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Our employers.
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Our employers.
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Our employers.
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Source: Out Now 2008 Millivres Gay Market Study
© 2008 Out Now Consulting
All concepts, data, materials, strategies & forms of expression remain at all times property of Out Now Consulting.
Do Good? Do Better.Definitely / probablyMaybe
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Delta Airlines. People.
• GLEN staff group
• “teamwork enhanced”
• “cohesive, informed workforce”
• Membership for all
• Management buy-in
OutNowConsulting.com
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LGBT tour operators.
OutNowConsulting.com
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LGBT tour operators.
OutNowConsulting.com
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Source: Out Now 2005 and 2008 Millivres Gay Market Studies
© 2008 Out Now Consulting
All concepts, data, materials, strategies & forms of expression remain at all times property of Out Now Consulting.
The power of research.
Leisure travel annual spend (£millions)
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Source: Out Now 2008 Millivres Gay Market Study
© 2008 Out Now Consulting
All concepts, data, materials, strategies & forms of expression remain at all times property of Out Now Consulting.
The price of love.
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Big world. Big market.
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USD$700bn
GBP£81bn
??1 million+ people?
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First ever Latin American research
Argentina
Uruguay
Chile
Brazil
250 million population
> 12 million LGBT
Where?
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First ever Pan-European LGBT research
Germany
UK
France
Spain
Italy
Israel
Sweden
320 million population
> 15 million LGBT
PEGASUS
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The power of knowledge.
www.gaytravelsinislam.com
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The power of knowledge.
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The power of knowledge.
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Tel Aviv. The power of friends.
Yaniv Waizman, Tel Aviv
Alderman
Mayor’s Tourism Advisor
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GayComfort.Online training + accreditation.
Newest destinations
Tel Aviv
Gold Coast
Stockholm
Berlin
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Know before you go.
OutNowConsulting.com
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Training leads to accreditation
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Practical advice
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Key gay travel
concerns
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Avoiding mistakes
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Do’s and Don’ts
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Myths and stereotypes
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Language advice
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Knowledge quiz
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GayComfort.Training drives sales.
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Lotte JeffsThe power of lesbian chic.
Lotte Jeffs, DIVA
Putting the L into LGBT media
Hotel chic
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John TanzellaPresident and CEO.
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Out Now Exclusive.Darren Cooper.
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Ready for 2010.
• WTM: ‘Ask The Experts’
• GayComfort.com
• GayMarketNews.com
• YouTube.com/GayMarketing
• OutNowConsulting.com
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